Italian wine exports to 13 emerging markets rose to €405.6 million in 2025, up 4.3% from 2024, as producers looked beyond traditional destinations amid weaker consumption in mature markets, geopolitical tensions and trade barriers that have slowed shipments to the United States, according to a new report from Nomisma’s Wine Monitor.
The study examined demand in Eastern Europe, Africa, Asia and Latin America and identified 13 countries where wine imports have posted strong growth over the past five years: Angola, Bulgaria, Colombia, Ivory Coast, India, Kazakhstan, Morocco, Mexico, Peru, Poland, the Czech Republic, Romania and Thailand. Together, those markets imported €1.7 billion worth of wine in 2025, a 5.1% increase from the previous year. From 2019 to 2025, their combined wine imports grew at an average annual rate of 7.1%.
Nomisma said those countries now account for about 5% of global wine imports by value. While that share remains limited compared with established markets, the report argues that their economic profile makes them increasingly important for exporters. The countries are still developing and generally start from lower income and consumption levels than Western Europe or North America, but they are gaining weight through economic growth, urbanization and the expansion of the middle class.
For Italian producers, the trend has become more relevant as domestic companies face slower demand in long-established export destinations. Denis Pantini, head of Wine Monitor at Nomisma, said producers need to identify new outlets and build long-term strategies based on changes in consumer preferences and demand structure rather than relying only on mature markets.
Among the 13 countries studied, Poland, the Czech Republic and Mexico emerged as the most attractive destinations. Each already represents close to 1% of world wine imports, according to the report. In Italian wine specifically, Poland was the leading market both by value and volume, followed by the Czech Republic, Mexico and Romania.
Nomisma said Italian wine exports to the 13 target markets have risen steadily since 2019. Over that period, the average annual growth rate reached 11.4%, well above the pace recorded for total wine imports in those same countries. All of the markets showed growth during the period except Angola.
The report said this performance reflects growing acceptance of Italian wines and points to expanding business opportunities for exporters. In some countries, demand has also been supported by networks of Italian restaurants and importers focused on midrange and premium offerings.
Bottled still and semi-sparkling wines remained the largest category in Italy’s exports to these markets in 2025, accounting for 58% of total value. That was down from 61% in 2019. Sparkling wines gained share over the same period, rising from 32% to 37%, a sign that consumers in these newer destinations are moving toward categories with higher perceived value.
By country and category, Thailand posted the strongest growth between 2019 and 2025 for bottled still and semi-sparkling wines, followed by Angola and Romania. For sparkling wines, Morocco led growth, followed by Colombia and Thailand.
Among denomination wines, Prosecco stood out in Eastern Europe. Nomisma said exports of Prosecco across all 13 emerging markets showed no declines over either the medium or short term in value or volume. Over the full 2019-2025 period, growth was in triple digits across every market covered by the study.
For Asti, the main emerging destinations were Poland, Mexico and Peru. Romania recorded the strongest value growth for Asti exports during the period. African markets and India remained marginal outlets for that sparkling wine.
The report also pointed to regional strengths within Italy’s wine portfolio. Veneto white Dop wines found their best growth prospects in Eastern Europe, led by Poland, the Czech Republic and Bulgaria. For Tuscan red Dop wines, Thailand stood out as both the third-largest market among the emerging destinations studied and one where export value doubled between 2019 and 2025.
Piedmont red Dop wines were strongest in the Czech Republic, Poland and Mexico. The Czech market alone now imports more than €3 million of those wines annually after doubling purchases over five years.
Sicilian white Dop wines also showed strong momentum in both the short and long term, with Poland, the Czech Republic and Bulgaria among the main buyers. For Sicilian red Dop wines, Poland, the Czech Republic, Mexico and Thailand were identified as the leading emerging outlets, all posting clear increases in purchases.
The findings come at a time when Italy’s wine industry is trying to spread risk across more markets. The United States remains the main destination for Italian wine exports overall, but tariffs and broader uncertainty have made dependence on a few large buyers more problematic for producers.
Nomisma said systematic monitoring of emerging markets is becoming more strategic as wineries adapt to economic volatility, geopolitical risks, climate pressures and changing consumer behavior. For exporters seeking diversification, the report suggests that newer destinations are no longer peripheral bets but part of a broader shift in where future demand may come from.
Dining and Cooking